Big data affordances and market performance: The moderating role of servitization
Big data affordances and market performance: The moderating role of servitization
复制标题
DOI：
10.1016/j.indmarman.2023.08.014
复制
发表时间：
2023-10
影响因子：
10.3
通讯作者：
Lixu Li;Li Zhang;Shui-Hua Yang;Long Wei
中科院分区：
文献类型：
--
作者：
Lixu Li;Li Zhang;Shui-Hua Yang;Long Wei
许多服务型制造商(Somers)积极参与大数据以保持竞争优势，但并不是所有的制造商都实现了预期的市场回报。为了解开这一谜团，我们利用支付能力理论和基于资源的观点来研究两种大数据提供(即客户行为模式识别和实时市场响应)和两种服务分类(即基础服务和高级服务)对市场绩效的综合影响。通过对中国223名消费者的数据分析，我们发现，顾客行为模式识别与市场绩效正相关，而实时市场响应性与市场绩效呈U型关系。更有趣的是，基本服务增强了客户行为模式识别与市场绩效之间的正相关，而高级服务水平高(与低)的萨默斯更好地利用实时市场响应来提高市场绩效。我们为大数据与性能之间的不一致关系提供了新的理论解释，从而为大数据文献做出了贡献。通过指导萨默斯如何重新定位他们的大数据使用，我们的发现也具有管理意义。
Many service-oriented manufacturers (SOMers) aggressively engage with big data to stay ahead of the competition, but not all have achieved the anticipated market returns. To unravel this puzzle, we draw on affordance theory and the resource-based view to investigate the combined effects of two big data affordances (i.e., customer behavior pattern spotting and real-time market responsiveness) and two service categorizations (i.e., basic and advanced services) on market performance. Analyzing data from 223 SOMers in China, we reveal that while customer behavior pattern spotting is positively associated with market performance, real-time market responsiveness has a U-shaped association with market performance. More interestingly, basic services enhance the positive association between customer behavior pattern spotting and market performance, whereas SOMers with a high (vs. low) level of advanced services better use real-time market responsiveness to enhance market performance. We contribute to the big data literature by offering a new theoretical explanation for the inconsistent big data–performance relationship. Our findings also have managerial implications by guiding SOMers on how to reorient their big data usage.